Talon, OMD, R/GA and Grand Visual win Outdoor Planning Awards Grand Prix

Talon, OMD UK, R/GA London and Grand Visual took home the Grand Prix at the Clear Channel Outdoor Planning Awards last night for their Google Outside 2.0 campaign.

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The data-driven campaign scooped the top honour at the awards, which are held in association with Brand Republic.

Expanding on last year’s Google Outside trial, the campaign saw dynamic ads rolled out across 1,240 digital-out-of-home sites in London and the South East. The campaign tailored content relating to local attractions and the weather was intermingled with geo-targeted search results.

The campaign also won the Best Use of Digital in Outdoor category. Talon, OMD UK and Grand Visual were additionally responsible for the highly commended entry in the category: Hasbro "My Monopoly" campaign, alongside with Ambient and Bite PR.

Best Use of Innovation in Outdoor was won by "ESPN FC" by TPF-London, while work for Three by Kinetic and Mindshare took the Best Use of Outdoor in a Multimedia Campaign award.

More than 250 executives attended the ceremony held in the Oxo Tower Wharf last night, hosted by Nick Hewer of The Apprentice and Countdown fame.

Chris Pelekanou, the commercial director at Clear Channel UK, said: "This year’s Outdoor Planning award entries suggest we are moving into a golden age for out of home. 

"The winners not only demonstrate incredible creativity and innovation but have incorporated emerging technologies and data and insight to produce campaigns that deliver powerful stand-out messages."

Arif Durrani, head of media at Campaign, editor of Media Week and chair of the awards' judges, added: "What a great night and a fantastic celebration of the best work in outdoor media over the past year.

"Out of home has quite clearly been one of the most dynamic and innovative of all media sectors in recent years, propelled by significant investment from the media owners and creative planning from the agencies.

"The momentum behind the sector right now was demonstrated by the strong entries and calibre of judges involved in this year's awards. Congratulations to all the winners, your work really did stand-up to intense scrutiny."


Judges of the Clear Channel Planning Awards

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Chris Pelekanou 

Commercial director, Clear Channel UK 

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Claudine Collins 

Managing Director, Mediacom UK 

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Hamid Habib 

Managing Partner at OMD UK 

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Stefan Bardega 

Chief digital officer, ZenithOptimedia 

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Catherine Kehoe 

Managing Director for Group Brands & Marketing, Lloyds Banking Group 

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Jon Forsyth 

Founding Partner, Adam and Eve 

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Steve Parker 

co-CEO, Starcom Media Vest 

 

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Dave Bedwood 

Creative director, M&C Saatchi

2015 Winners

Best Use of Data and Insight in Outdoor

Lenovo, "Yoga 2" by Posterscope, EE and Total Media

Best Use of Digital in Outdoor

Google, "Google Outside 2.0" by Talon, OMD UK, R/GA London and Grand Visual

Highly commended

Hasbro, "my Monopoly" by Talon, OMD UK, Grand Visual, Ambient and Bite PR

Best Use of Outdoor in a Multimedia Campaign

Three, "Three" by Kinetic and Mindshare

Best Use of Multiple Formats in Outdoor

HP, "HP Enterprise" by Talon and M2M

Highly commended

Unilever, "Walls" by Kinetic and Mindshare

Best Use of Continuity and Long-Term Brand-Building in Outdoor

Specsavers, "Specsavers" by Talon and Manning Gottlieb OMD

Highly commended

Sky, "always on" by Rapport and MediaCom

Best Use of Innovation in Outdoor

ESPN, "ESPN FC" by TPF-London

Grand Prix

Google, "Google Outside 2.0" by Talon, OMD UK, R/GA London and Grand Visual

For the full list of winners and commended entries, visit the Clear Channel website.